Putting Glam into Green: A Case for Sustainable Luxury Fashion

Abstract

At first sight, luxury and sustainability go together like tofu and caviar. In reality, the two share many of the same values: respect for tradition and craftsmanship, the preference given to quality over quantity and the quest for harmony between humans and nature. With global sales of personal luxury goods exceeding US$280 billion a year worldwide, the luxury industry can play a leading role in promoting a global transition towards more responsible fashion. High fashion has both significant dependence and impacts in terms of environmental sustainability. Natural materials, such as fine silks and wools, rare leathers and pearls, are sought after by affluent consumers and are closely associated with luxury brands. However, sustainability has an image problem when it comes to fashion. On the one hand, there is mainstream, disposable ‘fast fashion’ that almost everyone desires. And on the other, there is the emerging ‘sustainable’ fashion, which still has a marginal market share and is by and large considered uncool. Is it possible to bridge this huge gap? Are consumers, designers and investors ready to embrace a greener, yet still glamorous, style? The chapter explores sustainability as the source of the luxury fashion industry’s innovation and competitiveness in the twenty-first century.